Up to 90% of all behavior is motivated by the subconscious, yet marketers and consumer researchers have relied on insights into conscious processes exclusively. There is an important relationship in memory between concepts (brands) and objects (aspects of the brand) – how are you measuring your distinctive assets?
We create and spread new marketing thoughts and research innovations via inspiring bookzines. Here’s a flavor of our latest marketing (research) insights!
There is a clear relationship between an organization’s level of customer-centricity and its degree of success. How can you use your consumer research not only to update and improve your value proposition, and also bring your customer closer to the core of your business through the research process?
Demonstrating research impact and improving the return on insights. In this bookzine, we answer the questions of how to trigger meaningful actions across the organization in order to create a positive business impact, and how can the insight professional of tomorrow do this in an efficient and effective way.
Meet your new consumer: Generation Z. What will the future of marketing and marketing research look like? To be in a better position to predict the inevitable reality, we have to better understand what characterizes this new generation of consumers and translate this understanding into insights.
A practical guide to making Insights more accessible. How do you turn insights into action? This bookzine explores the 8 rules for success for activating insights, from including the consumer in the process, sharing insights company-wide, to building future-proof concepts to deliver a better consumer experience.
Disrupting the traditional approach for a more actionable outcome. What are the success factors to activating insights within the organization? How do you embed shopper insights into internal decision making?
Validating insights is critical for the innovation process. In this fast-moving environment the risk of failure is greater than ever. 96% of all new product introductions fail to return their cost of capital. This bookzine explore the process of validating insights while increasing engagement levels.
Maximizing the return on social collaboration without overdoing it. What are the core drivers behind customer and employee collaboration? How do you achieve the benefits of having a social business? How does one increase the efficacy of your engagement, without suffering from a collaboration hangover?
Busting Research Myths. What are the factors that drive product adoption? What factors contribute to shifting consumer habits? This bookzine investigates research myths (based on a telephonica case study) to create a framework for more inspirational research.
The power of a survey lies in its validation strength. Considering the stimulating innovations that have moved the research industry in the past, research surveys have been lagging on several important aspects. This paper interrogates how one can create engaging surveys that capture the complex consumer reality.
Defining the consumer of today, and the consumer of tomorrow. Five trend watchers teamed up to share their views on the consumer and societal evolutions – In a brand-new consumer trends paper, we gathered 5 paradoxical trends defining these consumers.
The Future of Qualitative Market Research: MROCs. (Market Research Online Communities – or Consumer Consulting Boards as we like to call them). Asian consumers are ready to co-create the future of brands; are Asian companies ready? This paper illustrates through cases, on how to successfully collaborate in Asian markets.